BT also facilitated the production of two magazines and microsites containing the best FT articles on major issues such as CRM and management, and the chief executive of BT, Pierre Danon, wrote the forewords.
Some 75 per cent of FT or FT.com readers believed the association between the two companies was appropriate, and the partnership was 58 per cent more efficient at generating awareness than advertising alone in the FT.
Grant Millar, the head of BT Media, commented: "It was original and gave BT a competitive advantage: critically protecting the FT's long-term brand values."
TITLE: Breaching Fortress FT
MEDIA AGENCIES: PHD; Zenith Media; i-Level
MEDIA DIRECTORS: Richard Lomas, PHD; Rachel Fisher, Zenith Media; Faith
BRAND/PRODUCT: BT Business
MARKETING DIRECTOR: Amanda MacKenzie
ADVERTISING MANAGER: Dee Livingstone
MEDIA MANAGER: Richard Thompson